Transcript Document 7329928

Survey Research
Measurement & Methods
SURVEYS
SURVEYS ASK RESPONDENTS FOR
INFORMATION USING VERBAL OR
WRITTEN QUESTIONING
RESPONDENTS ARE A
REPRESENTATIVE SAMPLE OF
PEOPLE
GATHERING INFORMATION
VIA SURVEYS
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QUICK
INEXPENSIVE
EFFICIENT
ACCURATE
FLEXIBLE
PROBLEMS
• POOR DESIGN
• IMPROPER EXECUTION
Tree Diagram of Total Survey Error
Random Sampling
Error
Total Error
Systematic Error
(bias)
RANDOM SAMPLING ERROR
A STATISTICAL FLUCTUATION THAT
OCCURS BECAUSE OF CHANGE
VARIATION IN THE ELEMENTS
SELECTED FOR THE SAMPLE
SYSTEMATIC ERROR
SYSTEMATIC ERROR RESULTS FROM
SOME IMPERFECT ASPECT OF THE
RESEARCH DESIGN OR FROM A
MISTAKE IN THE EXECUTION OF THE
RESEARCH
Tree Diagram of Total Survey Error
Administrative
Error
Systematic Error
(bias)
Respondent
Error
SAMPLE BIAS
SAMPLE BIAS - WHEN THE RESULTS
OF A SAMPLE SHOW A PERSISTENT
TENDENCY TO DEVIATE IN ONE
DIRECTION FROM THE TRUE VALUE
OF THE POPULATION PARAMETER
Tree Diagram of Total Survey Error
Nonresponse
Error
Respondent
Error
Response
Bias
Tree Diagram of Total Survey Error
Deliberate
Falsification
Response
Bias
Unconscious
Misrepresentation
RESPONSE BIAS
A BIAS THAT OCCURS WHEN
RESPONDENTS TEND TO ANSWER
QUESTIONS WITH A CERTAIN SLANT
THAT CONSCIOUSLY OR
UNCONSCIOUSLY MISREPRESENT
THE TRUTH
Tree Diagram of Total Survey Error
Acquiescence bias
Extremity bias
Interviewer bias
Auspices bias
Social desirability bias
Tree Diagram of Total Survey Error
Administrative
Error
Systematic Error
(bias)
Respondent
Error
ADMINISTRATIVE ERROR
• IMPROPER ADMINISTRATION OF THE
RESEARCH TASK
• BLUNDERS
• CONFUSION
• NEGLECT
• OMISSION
Tree Diagram of Total Survey Error
Data Processing Error
Sample Selection Error
Interviewer Error
Interviewer Cheating
COMMUNICATING WITH
RESPONDENTS
• PERSONAL INTERVIEWS
• DOOR-TO-DOOR
• SHOPPING MALL INTERCEPTS
• TELEPHONE INTERVIEWS
• SELF-ADMINISTERED
QUESTIONNAIRES
PERSONAL INTERVIEWS
Door-to-Door Personal Interview
Speed of Data Collection
Moderate to fast
Geographical Flexibility
Limited to moderate
Respondent Cooperation
Excellent
Versatility of Questioning
Quite versatile
Door-to-Door Personal Interview
Questionnaire Length
Long
Item Nonresponse
Low
Possibility of Respondent
Misunderstanding
Lowest
Degree of Interviewer
Influence of Answer
High
Supervision of Interviewers
Moderate
Door-to-Door Personal Interview
Anonymity of Respondent
Low
Ease of Call Back or Follow-up
Difficult
Cost
Highest
Special Features
Visual materials may be
shown or demonstrated;
extended probing possible
Mall Intercept Personal Interview
Speed of Data Collection
Fast
Geographical Flexibility
Confined, urban bias
Respondent Cooperation
Moderate to low
Versatility of Questioning
Extremely versatile
Questionnaire Length
Moderate to Long
Mall Intercept Personal Interview
Item Nonresponse
Medium
Possibility of Respondent
Misunderstanding
Lowest
Degree of Interviewer
Influence of Answers
Highest
Supervision of Interviewers
Moderate to high
Mall Intercept Personal Interview
Anonymity of Respondent
Low
Ease of Call Back or
Follow-up
Difficult
Cost
Moderate to high
Special Features
Taste test, viewing
of TV Commercials
possible
MAIL SURVEYS
MAIL SURVEYS
Speed of Data Collection
Researcher has no control
over return of questionnaire; slow
Geographical Flexibility
High
Respondent Cooperation
Moderate--poorly designed
questionnaire will have low
response rate
Versatility of Questioning
Highly standardized format
MAIL SURVEYS
Questionnaire Length
Varies depending on incentive
Item Nonresponse
High
Possibility of Respondent
Misunderstanding
Highest--no interviewer
present for clarification
Degree of Interviewer
Influence of Answer
None--interviewer absent
Supervision of Interviewers
Not applicable
MAIL SURVEYS
Anonymity of Respondent
High
Ease of Call Back or Follow-up
Easy,
but takes time
Cost
Lowest
How to Increase Response Rates for
Mail Surveys
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Write a “Sales Oriented” Cover Letter
Money Helps
- As a token of appreciation
- For a charity
Stimulate Respondents’ Interest with Interesting Questions
Follow Up
- Keying questionnaires with codes
Advanced Notification
Sponsorship by a Well-known and Prestigious Institution
Telephone Surveys
Telephone Surveys
Speed of Data Collection
Very fast
Geographical Flexibility
High
Respondent Cooperation
Good
Versatility of Questioning
Moderate
Telephone Surveys
Questionnaire Length
Moderate
Item Nonresponse
Medium
Possibility of Respondent
Misunderstanding
Average
Degree of Interviewer
Influence of Answer
Moderate
Supervision of Interviewers
High, especially
with central location
WATS interviewing
Telephone Surveys
Anonymity of Respondent
Moderate
Ease of Call Back or Follow-up
Easy
Cost
Low to moderate
Special Features
Fieldwork and supervision
of data collection are
simplified; quite adaptable
to computer technology
Communication Media Questions
1. Fortune magazine tries to appeal to executives. Recently,
the editor was reviewing the magazine's editorial policy.
Among other things the editor felt it would be helpful to know
how interested his readers were in each of twelve topics. A
one-page structured questionnaire was constructed to collect
data from a sample of 500.
____ Personal interview
____ Telephone interview
____ Mail questionnaire
Communication Media Questions
2. Your firm has just finished a radio advertising campaign for
a new department store it recently opened in downtown
Indianapolis. The store is designed to appeal primarily to the
middle class. You want to measure the current level of
awareness of the store and its features before deciding on
next month's advertising budget. A two-page structured
questionnaire has been prepared for this purpose. A sample
size of 500 has been set.
____ Personal interview
____ Telephone interview
____ Mail questionnaire
Communication Media Questions
3. General Motors has developed a five-page structured
questionnaire to measure its dealers' attitudes toward GM's
sales representatives. GM's sales representatives have
frequent interactions with each of the dealers to whom they
are assigned. GM plans to conduct a national survey of 2,000
dealers.
____ Personal interview
____ Telephone interview
____ Mail questionnaire
Communication Media Questions
4. You work for the Indianapolis Bus Company and have
developed a four-page questionnaire concerning consumer
satisfaction with bus service. Included are several questions
designed to uncover previously unidentified problems with the
bus system. You want to conduct 400 interviews throughout the
city. The attitudes and perceptions of those adults who have
no alternative means of transportation are the most important
part of this survey.
____ Personal interview
____ Telephone interview
____ Mail questionnaire
Communication Media Questions
5. Your firm has just developed a new product for preventing
car windows from fogging over. You are considering marketing
the product through gas stations but would like to do a survey
of 50 gas station managers in Chicago to get their reactions to
the product and its packaging before making a final decision.
You also feel these managers might be a useful source of ideas
on how to promote the product.
____ Personal interview
____ Telephone interview
____ Mail questionnaire